What is verbal identity, and what value does it bring to your business? 

There are many areas of crossover between what a copywriter and a verbal identity specialist (also known as a messaging strategist) do, which is why plenty of UK-based freelance copywriters like me offer both as a service. Your verbal identity is all about getting the words at the heart of your brand right, and then using them to their full potential, so that they’re always working in your favour.

Read more: Do I need copywriting or messaging?

Verbal identity captures and amplifies your brand’s personality, purpose and positioning that sit right at the heart of your organisation. It can include developing strategic messaging frameworks, tone of voice guidelines and positioning statements, all of which can help your business communicate with more fluency and clarity.

If you aren’t crystal clear on who you are as a brand, what makes you special, what the benefits of your offer are and what you stand for (and don’t worry if so – even established brands aren’t always clear on all this), then there is a strong risk of being forgettable.

Your verbal identity is just as important as your visual identity – and they should complement and reinforce each other. If your current messages just aren’t landing, you need to understand why, so any new copy that’s developed without taking a step back will just cost you money and perpetuate the problem.

What does verbal identity involve?

My aim is to give you a ‘toolkit’ of the words you need to communicate your mission. I’ll start with the words right at the heart of your brand, looking at brand values, voice and messaging.

I’ll review everything that’s gone before – business strategies, marketing strategies, existing brand voice guidelines etc. I’ll also dig into who your target audience is, what their pain points and buying triggers are, and what they might need to hear to be moved closer to taking the next step. I’ll review the words used at every brand touchpoint (blogs, social media, website copy, etc.) along with proposals, pitch decks and brochures. I’ll ask you which brands and competitors you look up to, and what your business goals are in the immediate, medium and long term. I can also run workshops with you to tease out what makes your brand special, and speak to some of your employees/customers to test brand perceptions from other perspectives

What are the benefits of investing in better verbal identity?

This will help you:

• Get clear on who you are as a brand, and what you stand for.
• Set solid foundations on which to build your brand.
• Maintain consistency wherever your brand appears.
• Reinforce a confident, authoritative presence.
• Raise written standards across your brand.
• Support multiple writers in writing in one brand voice.
• Subconsciously reassure your target audience.
• Drive growth, sales, leads and revenue.

What comes next?

Once you’ve pinned down your verbal identity, you’ll be amazed at how much easier it becomes to write (and even speak) on behalf of your brand. The clarity you gain from the process will stand you in good stead for the next phase of your brand’s evolution. With clear writing guidelines in place, anyone writing for your brand will be expertly placed to create new content that’s beautifully on brand and on message, and train your team to do the same, too.

If you’re a business owner/founder or marketing lead and you need a hand getting your verbal identity sorted, I can help. I also partner with agencies on bigger branding and rebranding projects.

No matter what stage you’re at, I’d love to help. Get in touch and let’s explore what that might look for you.